Show, don't tell. Demonstrate your expertise, rather than brag about it, with free products, services and information.
Quick response. Respect the immediacy of the Web and respond to questions within 24 hours.
Easy does it. Prominently display e-mail boxes and other interactive buttons so your site's only a click away from new business opportunities.
Spam's a no-no. If you send electronic direct mail, distribute it only to people who have indicated they want to be contacted.
Target. First figure out who your target market is, then develop content around your audience.
Keep it simple. Let the consumer sites use all the latest bells and whistles. Make your site easy to use for a busy professional.
Get off the reservation. Frequent appropriate newsgroups and let other professionals know what you're about so they can refer business to you. Do all the traditional off-Web marketing.